Direct
Marketing Tips from the Pros
 What
is the most powerful word in a direct marketing
offer? Hint: it’s not the word, ‘please.’
“The single most powerful word in the vocabulary of
direct marketing offers is ‘free,’ says Ed Nash,
head of one of the top direct marketing agencies. It
is frequently used in two-step offers where the free
offer is a first step toward getting an interested
prospect’s name and address for later solicitation.
It’s also used to upgrade catalog orders.” (In
Direct Marketing, 1986).
--- Excerpt taken from Nat G. Bodian’s book, “Direct
Marketing Rules of Thumb.”
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